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The New Creative Partners: Brand Planning Meets UX
1.
The Powerful New Partnership. Huge SXSW July
24, 2014
2.
Planning and UX
have fought over who owns the ‘audience’ or ‘user’ for too long. The old guard
3.
Planning & UX
partnership is the new world version of the Copy Writer & Art Director partnership. New world order
4.
The Powerful New
Partnership. UXPLANNING MAGIC +
5.
Brand capability addresses
not just unmet needs. Unspoken e.g. Streaming content portability, on-demand car services Unmet e.g. Portable health records, one-click checkout Unknown e.g. Touch screens in first-gen iPhone, ATMs, autonomous vacuum cleaners Success requires finding & leveraging true audience needs together.
6.
Clues are everywhere. Planners
are experts on being out in the world: understanding the big picture.
7.
Don’t ask, observe. UX
are experts on observing digital behavior: understanding the detail.
8.
Get dirty and
real. Leave preconceptions at the door: UX and Planning together make magic happen.
9.
Connect with the
audience more … Frequently Fluidly Intimately
10.
Most importantly UX
and Planning must… Listen to each other, then leap together.
11.
12.
Your Planning and
UX Presenting Partnership. Jessica L’Esperance VP User Experience Catherine Heath VP Strategy & Planning
13.
Thank you.
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